Lusaka-13th February 2026.
Zambia Tourism Agency has handed over the prestigious Most Promising New Destination Award 2026 won at the Outbound Travel Mart (OTM) held at the Jio World Convention Centre in Mumbai.
Zambia scooped the award during the 2026 edition of the Outbound Travel Mart (OTM), one of Asia’s leading travel trade exhibitions, in recognition of its growing visibility and appeal within the fast-expanding Indian outbound travel market.
Speaking during the handover, Minister of Tourism Honorable Rodney Sikumba said the award is a clear endorsement of Zambia’s rising profile on the global tourism stage and reflects the deliberate efforts being made to reposition the sector under the leadership of President Hakainde Hichilema.
Mr Sikumba noted that the recognition goes beyond celebration, describing it as a validation of the strategic marketing, strengthened destination branding and enhanced collaboration between government and the private sector.
“This award demonstrates that Zambia’s tourism offerings anchored on nature, wildlife, culture, adventure and business events, are resonating strongly with international markets, particularly India, which is one of the fastest growing outbound travel markets in the world,” he said.
The Minister emphasized that Zambia’s participation at OTM was strategic and aimed at expanding the country’s footprint in emerging long haul markets, attracting quality tourists and unlocking new investment opportunities.
He further stated that the government remains committed to converting such recognition into tangible benefits, including increased tourist arrivals, job creation and inclusive economic growth.
Mr Sikumba encouraged the private sector to take advantage of the growing international confidence in Destination Zambia by developing high quality, market ready tourism products and strengthening partnerships with international tour operators and investors.
He urged industry players to maintain high service standards, innovate continuously, and work closely with the Ministry of Tourism and the Zambia Tourism Agency to sustain the momentum created by the award.
The Minister further commended the Directorate of Tourism at the Ministry of Tourism, the Zambia Tourism Agency and other stakeholders whose dedication ensured the country’s successful participation.
And Zambia Tourism Agency Acting Chief Executive Officer, Abigail Shansonga, said the award was given to Zambia in recognition of its strategic destination marketing efforts, increased engagement with the Indian travel trade, and the country’s unique and diverse tourism offerings.
Ms Shansonga explained that Zambia stood out among participating destinations due to its authentic wildlife experiences, iconic natural attractions, rich cultural heritage, and growing capacity to host international leisure and business travellers.
Speaking on behalf of stakeholders, Zambian Explorer Limited Chief Adventure Officer Vishal Upadhyay said feedback from the OTM exhibition reflected strong interest in Destination Zambia and high engagement at the country’s stand.
He added that Zambia continues to make significant strides in the tourism sector, with growing interest from countries keen to visit and invest.
The Most Promising New Destination Award is expected to boost Zambia’s destination brand, enhance credibility in priority source markets, and support ongoing efforts to diversify the country’s economy through tourism.
